The theory
The current advice for people wanting to invest in content is hugely varied and in terms of measurement, it is a minefield. Content marketers are currently picking and choosing how to measure each content piece respectively.
Content KPIs don’t actually exist. Its purpose is to heighten the performance of a different marketing channel, as it is a tactic to boost certain aspects of digital marketing.
Keyword volume tells you the numbers for every brand out there. Is this the same for all businesses? No.
The plan
- Foundation: Understand user intent and the consumer journey.
- SERP analysis: What is ranking currently, not just in terms of volume.
- Featured snippet targeting and people also ask boxes.
- Create better content and optimised pages than what already exists.
- Questions: Answer these questions about how much traffic is needed, how feasible the SEO opportunity is and how many links are needed.
